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Three-year-old hair tools brand Wavytalk is best known for its success with its TikTok shop. For example, it held a “Super Brand Day” on its platform from September 10th to 16th, generating $1.5 million in revenue from 48,000 orders. In July, the brand appointed celebrity stylist Andrew Fitzsimmons as its first ambassador.
Now owned by Freshine Products, Inc., the brand is leaning more toward an ambassador strategy. Scott King has been tapped to partner with Sabrina Carpenter for the duration of her three-month Short and Sweet Tour.
“We love partnering with experts, listening to their feedback and insights, and using it to improve our products and launch new products,” said Marina Fernandez, senior brand marketing director at Wavytalk. I am. In May, the brand partnered with Marc Mena to style Madeline Klein’s hair at the Met Gala.
Carpenter himself won’t be posting about the brand. She now has a full beauty roster, including a deal with Redken as their first brand ambassador. She is also a current partner of Prada Beauty. In July, she also released her third perfume, Cherry Baby, as part of her own collection with parent company Scent Beauty.
While these types of brand endorsement deals are common, it’s less common for brands to find a way to name themselves as an official partner of a pop icon’s tour. “We had been talking to (Dr. King’s) agents for a while to see what his schedule was going to be this year. And then, very naturally, they brought up the tour. We , we thought, ‘Wow, what better way to introduce the brand than with Sabrina?'” said a Wavytalk PR representative.
As part of the partnership, King will be posting about Wavytalk on his Instagram, Stories and on his grid, where he has more than 56,000 followers. He shares tutorials on how to emulate the looks he created for Carpenter, as seen in the caption below, and is available for interviews with relevant media.
“You always need all the tools available to make sure you get the right look, and WavyTalk has the perfect tools to help you achieve any look when the time comes,” said King of Glossy told. He pointed out that tools like Wavytalk’s Interchangeable Iron (5-in-1 Curling Wand Set) with multiple attachments can help save space when packing for tour life. “To create Sabrina’s signature bouncy, curly stage look, I definitely use the 1-inch curling iron attachment best,” he said.
The brand will also post about the partnership on Instagram (2,255 followers), TikTok (over 161,000 followers) and on its blog, as well as repost King’s content and post about media coverage secured as a result of the partnership. It’s planned.
Professional partnerships are not only a great way to gather feedback, but they can also help bring new attention to your brand. “These (stylist) celebrity clients give us exposure among our target audience and help them understand that they too can achieve these looks with our tools. ,” Fernandez said. Partnering with stylists like Fitzsimmons, King and Mena also builds brand credibility among the larger professional community, she said.
In the aftermath of the brand’s partnership with Mena, Wavytalk saw 25 creators document their unique take on Cline’s look, generating a combined 170,000 views.
Fernandes’ goals are similar when it comes to his partnership with King. “Sabrina matches our target demographic 100%, both in terms of age and in terms of appearance, and we’re very excited about that,” she said. “Her hair is iconic, her hairstyle is iconic, and we know that many people will be deeply inspired to recreate her look,” Fernandez said. , said the partnership is unrelated to the brand’s sales goals.
As Carpenter’s tour continues across the U.S., the brand hopes fans in areas less familiar with its products will search for her looks and discover King’s tutorials and Wavytalk as a result.
